K18 Hair
Role: Sr. Editorial Copy Manager & Consultant
Spearheaded the 360° global campaign for AirWash™ Dry Shampoo, centered on holiday travel, life on the go, and scalp-friendly biotech. Developed three distinct storytelling territories and translated them across airport tray OOH, CTV scripts, paid social, direct mailers, and web.
Key Deliverables & Impact
Agile Campaign Creation: Concepted multi-channel copy on a 2-day turnaround, earning direct first-pass approval from SVP of Creative.
Full-Funnel Storytelling: Wrote end-to-end creative assets across video scripts (YouTube/CTV), high-impact OOH, paid ads, and influencer mailers (including a 500-unit custom product collab).
Biotech Storytelling: Framed complex non-aerosol odorBIND™ technology into accessible, TSA-approved travel stories that drove seasonal repositioning.
Powered by biology-first biotech, AirWash™ Dry Shampoo was positioned as the non-negotiable beauty staple for holiday travel and busy schedules alike. Anchored in patented science, social proof, and clinical results, this campaign targeted busy consumers—messaging that spoke directly to the moments your routine can’t reach.
